Project Description

“We’re happy to focus our IT efforts on driving value in our business.”

Marc Katz, Co-Founder & President, CustomInk

Background

Cloud-based analytics services and solutions firm Lityx was founded in 2006 and is headquartered in Towson, Maryland. Serving a diverse set of clients across many industries, Lityx applies deep expertise in complex analytic solutions including predictive modeling and optimization, with a focus on applications in marketing analytics andcustomer relationship management.

Challenges

One important business solution provided by Lityx is to help retailers optimize their ability to generate new customers through direct mail, email, and other channels. There are many pieces of information available about a pool of potential prospects, such as demographics, behaviors, and transactional behavior. However, another important criteria for determining the potential value of a prospect to a retailer is their proximity to the retail location.

Solution

Using Google Maps API, Lityx is able to easily add distance and drive time data to the information available about a prospect. These additional data points allow predictive models of customer and prospect value to be even more accurate, allowing Lityx’ clients to better optimize their marketing decisions.

Out of the several solutions being considered, Google Maps was proven to provide the greatest level of functionality for their business application. Dito helped them to technically test and vet the powerful capabilities of the Directions and Distance Matrix APIs enabling them to design the best solution for their clients. Through their ability to efficiently determine the optimal route between a large number of locations and quickly determine distance and drivetime between multiple origins and destinations, Lityx was able to easily implement this added functionality into their application with the familiar Google Maps platform.

Results

Incorporating the functionality provided by Google Maps into their analytics solutions has allowed Lityx and their clients to make more optimal marketing decisions. For one client, a predictive model of prospect likelihood to buy has generated approximately 12x ROI on the overall analytics investment. “We are now able to provide our retail and other clients a more robust set of data about their customers and prospects. Our clients can improve decision making and marketing efficiency through our enhanced analytics solutions, “ says Paul Maiste, president and CEO of Lityx.

Key Metrics

Industry

Cloud Based Analytics

We are now able to provide our retail and other clients a more robust set of data about their customers and prospects.

About Dito

As a Google Cloud Premier Partner, Dito is uniquely positioned to work across all of its product and service lines, simplifying access to and serving as a single vendor for all of your Google Cloud needs & additional partner solutions.